Jack Delmonte's Creative LIAisons Diary #1

IMG_2543 (1).jpgJack Delmonte (far left), senior creative at Host/Havas, Sydney ~ #2 on the Campaign Brief 2018 Hot List of agencies ~ is representing Australia at the 2017 LIA Creative LIAisons program in Las Vegas, featuring some of the world's most respected creative directors as speakers. Delmonte reports exclusively for CB.

There was something ironic about flying on an Alaskan Airlines plane through the sweltering Nevada desert. But there I was, staring out the window at the burnt earth when suddenly, like mirage it rose up out of the sands. Flying into Vegas goes like this.

Sand, sand, sand, sand, sand, sand, sand, Eifel Tower, Statue of Liberty, Pyramid, Pirate Ship, Hooters. It truly is bizarre

3to Vegas and knock off all the big landmarks in one hit. You're welcome.

Just as easy as it was to spot the strip in the middle of the desert, it's just as easy to tell the ad folk apart from the holiday makers. Chinos instead of 3 quarter cargo shorts. Linen shirts instead Hawaiian. Thick black rim glasses instead of Dirty Dog speed dealers. Rothmans instead of watermelon flavoured vape pens and tumblers of Laphroaig in stark contrast of florescent green plastic yard sticks of frozen rum.
IMG_2536 (1)1.jpgNow as much as I know everyone working hard back at the ranch would love to read about my travel adventures you're probably here to get some Insight into LIA and find some inspiring information about what's going on in the industry. Unfortunately, I don't have either. But I am in the company of some incredibly intelligent people who have both in spades. I've been lucky enough to meet a few and hear them speak. Here's a couple of nuggets that stuck out for me thus far.

Matt Eastwood talked about corporate social responsibility. I've always been a little sceptical of this notion in an advertising sense. It seems like low hanging fruit when it comes to awards, right? Equal pay, marriage equality, iron deficiencies, animal welfare. The list goes on. WELL, it turns out 96% ofIMG_2553.jpg millennials said they would switch to a brand attached to a cause. So, whose an idiot. I am. Not only are agencies doing amazing pieces of work that help people and change the world, turns out they're selling stuff too.

Matt Macdonald Group ECD of BBDO was excellent. He talked about the importance of presentations. He believes they're just as important, if not more important than the work itself. Say whaaaat? Yep, clients aren't buying your idea, they're buying you. Think about all those times you won a pitch, but the client didn't end up making the work you won it with. Maybe they just liked you?  Maybe.

Here's a quote. "Coming up with brilliant ideas isn't the hard part. Convincing people they're brilliant is"

I've been given more good advice over the last few days than notes I've feed the pokies. Which is a lot. I could go on and on. But I won't, because I'm extraordinarily hungover. Last night was the inaugural LIA cocktail party at the Beach Club in the Encore hotel. It was kind of like an advertising version of the bachelor. The lurking LIAisons carefully picking their moment to wisp the CCOs and ECDs away to a hammock for some special one on one time. I got a rose.

Plenty more to come.

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